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Sell more with up selling and cross selling

Getting new customers is not the only way an online business has when it wants to grow. Up selling and cross selling are ecommerce sales strategies that can also boost growth . Here we explain what it is about.  Up-selling When we up-sell we are improving the sale of the product that the client acquired or … Read more

Tourism marketing: what is it and how to achieve a successful campaign?

With super attractive destinations at all times of the year and a market full of offers, to know what is tourism marketing and how to reach omnichannel is the key to creating a winning strategy Can the tourism sector reach omnichannel? Take a passage to read this note and find out!

Without a doubt, the coronavirus pandemic (COVID-19) not only transformed our lifestyle, but also the relevance of tourism marketing .

With a 95% drop in travel in 2020, travel agencies must optimize their tourism marketing campaigns to survive a potential budget cut.

Places that were previously presented as ideal destinations, today are almost empty. With the industry almost in checkmate, it is necessary to resort to Efficient alternatives for companies and both omnichannel and marketing automation are some of them.

Here is everything you need to know!

Marketing automation adapted to the tourism market

Marketing automation offers process simplification and time savings. This tool is based on all those softwares that automate a marketing campaign, creating responses to certain actions by users through multiple communication channels.

The objective of this process is to consolidate the relationship with your audience , providing an optimized experience as soon as people enter your virtual ecosystem.

How to apply it to tourism marketing? Faced with the new normal that dominates the world, tourism companies receive daily a large number of complaints about travel packages sold, cancellations, accommodation or rescheduling.

A successful omnichannel tourism marketing campaign must

  • Share service statuses
  • Communicate empathically and consistently
  • Give helpful advice
  • Generate content to answer questions

Omnichannel in your tourism marketing

As we already know, promoting ticket sales is one of the main objectives of tourism marketing (worldwide, there was a 41% decrease during the week of December 21, 2020 compared to the same week during 2019). To achieve this, it is key build a solid database and carry out strategies according to the purchase stage each person is in– From searching to buying, through information you need before you travel, useful tips for your trip and content of interest so that you want to return in the future.

Omnichannel is impossible to achieve without proper positioning of your communication channels, Such as your social networks, your presence in search engines or the most popular platforms in the industry. Thus, you will also be able to check which content is most effective for your objectives and find out, in greater detail, what people in your audience want to know .

Use the networks to your advantage!

To better adapt to the crisis, it is essential to define which contact channels you will use to get closer to your audience. Either Through social networks, WhatsApp or email, you should always communicate without denying the current problem.

A warm and transparent message will make your customers trust you more and choose you over other companies. For example, the website Due to the coronavirus pandemic , almundo.com had to cancel its flights and invited each user to complete a form so that they would be contacted by the company in order to solve their reservations.

Good news in times of crisis? Of course!

As we mentioned before, be present and know the needs of your audience it is a key factor. For example, the company Aerolineas Argentinas used its networks to communicate good news: faced with the impossibility of continuing to sell commercial flights, it announced the progress to transfer the Sputnik V vaccine from Russia to Argentina.

A successful tourism marketing campaign builds customer loyalty also by increasing your reputation in such a competitive industry.

An exceptional situation requires differential help

The pandemic not only prevented people from being able to continue mobilizing, but also left a large number of people isolated and stranded in their tourist destinations. In this way, what at first was the joy of knowing a new place, became the uncertainty of how to return home.

In this way, the Tourism City agency , led by the now famous Carla, carried out a communication solving the main doubts and queries of those people who had bought them a ticket. That virtuality does not make us lose that magic touch of human closeness!

Stay active

In times of pandemic, it has already been proven that it is important not to remain silent. Adapting your communication to current times is elementary and will keep you relevant despite a global crisis.

To achieve this, the LATAM Airlines company presented a new category of more flexible tickets with the possibility of change or cancellation at no cost. Thus, he achieved increase your sales at a lower cost and not slow down your operations during the pandemic.

Attractive and educational content

The development of content adapted to the current context can be of great help when it comes to positioning yourself and highlighting your brand. Either through interesting information such as ‘The 10 best activities …’ or ‘5 tips for traveling in times of pandemic ‘ you can increase your reputation.

The current tourist is no longer the same, only through content of value and consistent with the world situation will make people interested in you among so many other options available.

 

The COVID-19 coronavirus pandemic did not impact in the same way in all countries, however 96% of the world’s destinations put restrictions on tourism. In the face of the crisis, the important thing is to stay active and relevant. While other companies pause their tourism marketing strategies, boosting yours can always position yourself one step ahead of the rest.

FAQ: Tourism marketing: what is it and how to achieve a successful campaign?

What is tourism marketing?

Tourism marketing is the promotion of places carried out by companies in the hotel sectors, entertainment venues, restaurants, transport companies to increase their sales.

What is hotel marketing for?

It is in charge of all those actions that focus on offering tourists an optimized service and a differential experience.

What are the main benefits of tourism marketing?

  • Increase sales
  • Reduce costs and time
  • Establish a conversation with the audience
  • Segment databases

What is remarketing? Techniques and benefits for your business

Remarketing What is it? How will my sales increase? Why is everyone talking about him? Known one of the most important digital marketing techniques to multiply your conversions. Take advantage of this note, gift included! Find out everything you need to know about remarketing

Index

Abandoned cart remarketing.

Remarketing by Up selling.

Remarketing by Cross selling.

What is remarketing?

Remarketing is one of the most effective digital marketing techniques to increase sales. Consists in approach users who have already visited or bought on your site to offer them products or services linked to what they have shown interest in

“Remarketing consists of approaching users who have already visited or bought

on your site to offer products or services related to that

in which they have already shown interest “

Implementing a remarketing strategy is not only key when it comes to tempting those customers to return to your business and multiply conversions. It is also a great way to offer them a personalized experience , show them how much you know them, retain them and create lasting links through an omnichannel strategy

Do you want a practical example to fully understand what remarketing is all about?? You need to know how can it be applied ? Don’t miss this snippet from our webinar!

How to increase your sales with remarketing

Isn’t it beautiful when someone gives you a gift and when you open the package you find just what you wanted? Or when you make a gift and whoever opens it tells you Oh, how did you know ?” Well, that is exactly what your customers will think of your brand thanks to remarketing and that is the reason why your sales will increase .

Surely it has already happened to you on the most important commercial dates such as Hot Sale or Cyber Monday, that promotions about products that you need, or want to buy, come to your email and thanks to that you can compare prices, product functions and buy!

Is that if users feel that you listen to them , they will take you into account every time they have to make a purchase decision. How much in mind? According to a study by the Stanford Graduate School of Business, more than 15% of users return to a store after receiving a first remarketing message

Why will your sales increase?

  • You will make a place for yourself in the minds of users and you will make them remember you. But beware: you must not saturate them with your messages. The Contact Frequency Scoring It is a good tool to know the ideal frequency to communicate with them.
  • You will be approaching users who already showed an interest , which puts you much closer to the conversion that if you try to knock on the door of someone who never had a link with your brand.
  • You will provide users with a true personalized experience , approaching you with the most suitable product according to their navigation, calling them by name in the messages and telling why what you offer is the best option

How? Would you like to know a little more about why remarketing will increase your sales? Well, you may be interested in playing this fragment of the webinar …

However, it is not always the same remarketing strategy that will give your business the best results, and that is why it is important that you know what the three types of remarketing are .

However, it is not always the same remarketing strategy that will give your business the best results, and that is why it is important that you know what the three types of remarketing are .

Types of remarketing for your strategy

Remarketing is the perfect tool to approach you in a creative and personalized way to those users who have already visited your business, whether or not they made their first purchase. But, depending on what the journey of each user has been, the strategies that we can apply are different

Abandoned cart

Have you noticed that users enter your business online, fill their carts and then leave without completing their purchases? Frustrating, right? According to EcommerceNation , 78% of customers abandon their purchase process before finalizing it

“78% of customers abandon their purchase process before finalizing it, but 25%

of those who enter the site for the second time if they complete it. “

Source: eCommerceNation

But this has a solution in an abandoned cart strategy: according to the same study, 25% of those who enter the site for the second time will complete their purchases, and 80% of them are made within 24 hours. after the first admission. Because sending an email to users reminding them of what they were so interested in can really impact your conversions

Up Selling

This remarketing strategy consists of contacting users who have already made a purchase in our business to offer them a product or service of a higher category than the one they purchased, such as premium versions or limited editions.

For up selling to work well, it is key to know well what type of buyer each user is and take into account their purchase history to reach them with the right product or service.. Did you buy a fan? Won’t you be interested in this air conditioning at a good discount?

Cross selling

It is about contacting those users who have already bought from your online business but, in this case, to offer them complementary products to those they purchased. For example, if a user bought a tennis racket, we could offer them a good discount on a racket bag or the best clothing.

Email marketing and remarketing: the winning team

Email marketing consists of sending mass emails to a contact base in order to promote a brand or its products and services. And, when it comes to doing Remarketing is the best channel to achieve personalized and relevant campaigns at a very low cost.

Are you worried about making your investment worthwhile? Well according to the Direct Marketing Association, email marketing has an average return on investment rate of 122%. And if you use all the functions that email marketing offers you, you can increase your sales up to 3 times with the use of triggers mails

In addition, it is one of the channels that offers a greater possibility of personalization , being able to write to users by their name or letting our creativity fly when writing the most original subjects .

On the other hand , it is possible to automate sending emails so that they come out at the most appropriate time according to the decisions that each user is making in your online business. Not only will you arrive with the perfect message, but also just in time

Achieve personalized communications and build customer loyalty? Increase conversions? Save time and make your investment worth much better? You have already seen that all of this is possible thanks to effective remarketing!
What is missing then? That you start your own remarketing strategy and tell us how it went

Step by step to implement it in your strategy

The first step before starting is to know your audience well and put your customers at the center of your strategy. By doing this, you will have already taken the first and most important step to achieve effective remarketing .

When you already know who you are going to talk to, their tastes, preferences and customs, then it is time to attract them creatively. Because The second step is to be the most original and relevant with each of our messages.

Being as creative as we can is key to standing out among so many communications. You can too appeal to a sense of urgency by including custom pop-ups in different URLs of your site with OnSite , the new emBlue tool or using Push Notifications on your mobile devices.

The third step? Define objectively how often we contact users in our remarketing strategy avoid spam and excesses! There is nothing worse than the repeating ad Over and over again so invasive These tips are keys to your remarketing strategy and that is why in this video you will be able to know a little more about them

Once you have contemplated all this, and in the final stage of your strategy, you should think about what will be the channels to implement remarketing effectively: Google ads , social networks, email marketing, SMS marketing and push notifications, to name just a few. They all have their peculiarities, but the same goal: personalize to get closer to customers and increase conversions .

Our favorite? Without a doubt: at the time of show users that we know them and establish a conversation with them, the best and most relevant option is email marketing

Remarketing in your omnichannel strategy

Users are more willing to engage in conversations with brands that share the same values. That is why it is important that you include the remarketing in your omnichannel strategy and use it to connect with your customers after the purchase or if they have not yet decided to buy.

In addition to increasing your conversions, you will connect with their specific needs and you can do it in a non-invasive way, you must differentiate yourself from the competition! We all want to sell, loyalty and create a community very few do.

Did you know that getting a new customer is 25% more expensive than working for someone who already bought you to do it again and that you are 60% more likely to sell to a previous customer than to a new one?

Now that you know, it’s time to launch your omnichannel strategy and include remarketing in it to increase your sales and strengthen the bond with your customers, like a professional!

Frequent questions

What is remarketing?

Remarketing is a digital marketing technique that consists of contacting users who have already visited or bought from your business to offer products or services related to those in which they showed interest.

What are the types of remarketing?

Abandoned cart , for those who did not complete their purchase process.
Up selling , to offer users a product superior to the one they already purchased.
Cross selling , with which customers are offered a complementary product or service to the one they have already purchased.

Why choose email for remarketing?

Email marketing allows personalized and relevant campaigns at a low cost. Strengthens the link with users and allows automating each of the messages according to user behavior.

What is the difference between remarketing and retargeting?

Retargeting is a sub -category of remarketing. And it consists, specifically, in the use of cookies to serve ads to users who re-enter the website.

4 examples and direct marketing strategies to scale your business

The form of communication with which you choose to address your potential clients is a key factor in the results you achieve. Today we come to present you a very interesting alternative, but above all, an option that can give you great benefits: the direct marketing. Have you heard of him? Discover all the details in this note.

What is direct marketing?

Let’s start at the beginning: what is direct marketing? It is one who, as its name implies, speaks directly to a specific group of people. Therefore, when looking for definitions of this technique we have found on more than one occasion the idea of “target”. This is one of the main characteristics of the concept, since direct marketing is directed almost exclusively to a specific target .

When marketing actions are precisely targeted at a specific audience, there are two benefits that become apparent:

  • Actions are better targeted.
  • The investment is less.

Better targeted actions avoid wasting resources, thereby saving the business money. In other words, we could think of direct marketing as a more accessible alternative for small and medium-sized companies .

In some ways, this method bears some similarities to relationship marketing , since it tries to maintain direct two-way communication with users. In fact, according to who is considered the father of marketing, that is, Philip Kotler, direct marketing refers to “Direct connections with individual consumers who were carefully selected to elicit an immediate response from them and cultivate lasting relationships .

It is through direct marketing strategies that brands can create more relevant dialogues and conversations with their target audience , which contributes to maintaining and strengthening the bond with this target over time .

It’s all about better engaging with the specific audience we are targeting and building more effective connections. They must be supported, mainly, in bring the right message, at the right time. Something that is also very in tune with him automated marketing .

What is the goal of direct marketing?

Before we mentioned that one of the key characteristics of direct marketing is the target, it is a strategy that is always directed to a specific audience. Now we must talk about another of the pillars of this technique: its objective. What is the goal of direct marketing? generate a precise action by the user. Therefore, all actions include a Call to Action (CTA) or call to action.

In this sense, direct marketing examples would be:

  • Visit our online store.
  • Subscribe to our newsletter.
  • Sign up here.

While other strategies aim to educate potential customers about the products or services of the business, direct marketing mainly seeks to persuade users to take a specific action. As we said before, the key element is the incorporation of calls to action that prompts them to act.

In this way, the success stories in direct marketing campaigns will be those that manage to achieve this objective.

It is important to bear in mind that what is sought through a direct marketing action is not always the sale. Everything will depend on the moment in which the user is with respect to his purchase journey or Customer Journey. Sometimes the goal is for the consumer to fill out a form, download a lead magnet, complete a survey, or any other desired action. Are conversions that bring that potential customer closer to the purchase or collaborate in the loyalty of the customers you already have .

Types of direct marketing

We could say that this marketing strategy was born long before the internet came into our lives. Therefore, when speaking of types of direct marketing We cannot limit ourselves to those that we can find in the online world. So, we will talk about two classes:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

Digital direct marketing

Direct digital or online marketing uses channels based on new technologies to bring its messages to a specific target. These means are:

Which to choose? Although there are those who would say that both can be valuable for business, the truth is that digital direct marketing strategies allow automating a large part of the process using marketing automation tools. In turn, the results they produce are easier to measure. As we have said before, it is a cheaper alternative.

It is more than clear that if you have to opt for an alternative, all roads lead to direct online marketing.

What are direct marketing strategies? + Examples

We share 4 examples and direct marketing strategies to take advantage of this technique and improve the results in your business.

1- Make good use of your database

We could say that one of the most valuable tools in marketing is the database. This is the list of users who agreed to give you their contact information so that you can send them your brand communications. Thus, you can impact the user with the right messages at the right time , which is one of the techniques that provides the best results in any type of company.

Therefore, the key is to make good use of that database, which implies adequate segmentation.. This is: dividing users into small groups based on the common characteristics they share.

You can use as many criteria as you deem appropriate, from age, gender, occupation and location, to interests, needs, income, etc. This will allow you elaborate highly personalized messages that will be much more relevant for each segment or target .

Direct marketing examples : segment users who completed the registration in the online store, but did not buy. In that case, you could send them an email with a discount to take advantage of their first purchase.

If you want to discover how to segment your customers step by step, don’t miss this note .

2- Analyze in detail the behavior of users and personalize your messages

Now that you have segmented your contact base, what remains is to extract valuable information from each group. Therefore, you must study the behavior of users to understand what their purchase journey is like and what are the patterns that they follow. Based on this, you can create well-targeted messages to generate the desired responses.

Segmentation of your contact base and studying their behavior will allow you to know them in detail. Thus, you can create personalized messages for that audience. This is precisely the essence of direct marketing: impact users with relevant messages that encourage them to take the indicated action , be it registering, completing a form, sending a response, downloading something and even buying.

For example, suppose that a segment of users became interested in a certain product on your website. You can send communications offering complementary articles from the record of consumer activity on the page, this is known as remarketing. Find out what it is and its benefits at this article .

Without a doubt, it is a key resource for your direct marketing actions. Did you know that in emBlue do we have an ideal remarketing tool for Cross selling and Up Selling ?

3- Integrate several channels

Can direct marketing be omnichannel? Should be!

To boost direct marketing actions, nothing like the integration of multiple channels. You can use marketing automation platforms to send messages to users through the right channels at key moments.

For example, the link may begin with the user’s visit to the website. From there, Through personalized pop ups with tools like OnSite you can encourage potential clients to leave their data. Then, you could start an email sequence and even interact through other platforms such as WhatsApp, if the user prefers immediate attention through this channel.

The interesting thing is that you can offer different options so that your potential client is the one who chooses through which channel to interact with your brand .

Of course, ensure that in each of the media that you use in your strategy, the user has the same quality experience, because that is what omnichannel is all about .

4- Measure the results

Finally, the fourth and last of the direct marketing strategies that you should not forget is to measure the results. If there is something that characterizes this method, it is that its campaigns are very easy to measure. If, for example, you want start an email marketing campaign to get users to use a discount coupon through a CTA, it will be very easy to know how many open the email and how many click on the link. Through specific metrics you can measure and optimize your actions.

Some metrics you can use are:

  • Open Rate (OR). Indicate the number of times users opened your message.
  • Click to Rate (CTR). It is the percentage of the number of clicks that the content of your email had.
  • Click To Open Rate (CTOR). It is the number of clicks on your piece, over the number of opens.
  • Bounces. They are the recipients who for some reason could not receive your email in their inbox.
  • Desusciptors. Number of users who have decided to stop receiving your communications.

By measuring and analyzing your results you can improve your campaigns more and more and with it, the results.

If you want to increase your conversions, direct marketing can be a great ally. Are you planning to apply it in your business?

Direct Marketing FAQ

What is direct marketing?

Direct marketing is one that focuses its energy on conversing with clients based on data and interests that define them, to create assertive and relevant communication.

What is Direct Marketing for?

In addition to saving time and resources, direct marketing serves to define specific objectives for each audience . Thus, better results can be achieved with the least effort, defining the stage of the customer journey and creating strategies to meet the objectives set.

️ How to apply direct marketing?

  • Make good use of your database
  • Know and analyze the behavior of your users
  • Personalize your messages
  • Integrate channels
  • Measure the results

10 reasons to incorporate marketing automation into your strategy

It’s a fact: Marketing Automation is the trend of the moment. However, we know that many businesses have not yet considered it within their strategy. Reasons for not doing so include lack of knowledge and mistaken belief that it is too complex to implement. Today we are going to tell you what are the main reasons to take it into account.

It’s natural to feel out of our element when we first come across a new concept. If you are just learning about the existence of the Marketing Automation You may feel some uncertainty. You may wonder what it is and above all, why it is relevant to your business. That is precisely what we are here for. We will solve these doubts below.

What is Marketing Automation?

75% of all companies in the world already use some type of marketing automation. This tells us that businesses are responding to the trend. From this we could also infer that there are plenty of reasons to incorporate this kind of tool in any company.

But let’s not get ahead of ourselves. ✋ First things first: What is Marketing Automation? In general terms, it is the use of a tool that allows automating various activities related to the marketing of a business and interactions with its users.

If we expand the concept, we can also say that Marketing Automation is software and other technologies that help brands to:

  • Collect user data.
  • Optimize interactions with leads and customers.
  • Strengthen the omnichannel strategy thanks to the integration with different contact channels such as email, website, SMS, WhatsApp, social networks, chats, among others.
  • Classify leads through lead scoring.
  • Segment potential customers to nurture them through relevant content.
  • Accompany users with content linked to their interests.
  • Guide them until they become clients and, finally, promoters of the brand.

Marketing automation is then a methodology that uses technology to help companies automate all or most of the processes of their strategy. Among them, we have already mentioned the collection of user data, segmentation, automation of communication flows or workflows, lead nurturing and campaign management, among others.

The purpose of Marketing Automation, as you can see, is to accompany and guide leads during the Customer Journey. That is, lead them on the journey they take through the experience of linking with the brand until they achieve the desired conversion.

Marketing Automation: 10 reasons to incorporate it into your strategy

Times change, technology advances. In various sectors there are specific software designed to streamline procedures and improve day-to-day activity. For example, digital accounting systems, management platforms or human resources software. But, in marketing, until a few years ago, there was no comprehensive and at the same time specific solution to streamline processes and improve day-to-day tasks in the area. There wasn’t, until automation came to marketing.

There are many reasons to adopt this methodology within a business. Regardless of its size, all companies, large or small, need to automate activities within their marketing strategy. For this reason, we will tell you below 10 reasons to incorporate Marketing Automation in your company.

# 1 Deep knowledge of your target audience

Knowing what does not work within your strategy is very valuable for continuous improvement. Only then can you get the results you want in your marketing actions. But the truth is that to get to that point, you first have to know in detail who you are dealing with. That is to say, get to know your audience, leads and customers in depth. How much do you know about them? Do you think you have enough information?

Marketing Automation allows you to gather the data of the users who interact with your brand , recording each of the actions carried out at each stage of its journey. So, you can create a solid profile for each lead , where, in addition to their contact details and demographic information, you can find out how they interact with your business and what their interests are.

# 2 Proper design of the Customer Journey

Without a doubt, the more you know your audience, the better brand experience you can provide. And this naturally translates into a much more suitable Customer Journey design. We could say that it is a personalized tour, tailored to your leads and customers.

Keep in mind that each step that the user takes in this process is known as a microconversion.. This is what brings that prospect closer to the most important conversion: buying a product. Therefore, the transformation of that lead into a customer. To reach this point, it is essential to optimize each part of the journey and Marketing automation can be of great help in this regard.

As we have been saying in this article, automation-based techniques allow us to define interactions in each of the stages of the user’s journey.. This is done through relevant messages that help guide them.

# 3 Better segmentation of your contact base

Many businesses have different products and therefore there are different audiences for each of them. On the other hand, the user’s journey is not always the same, therefore, it is key to make a proper segmentation of the contact base. This implies group them according to their shared criteria : characteristics, interests and consumptions or behaviors.

When making a purchase decision, today’s consumer chooses those brands that reach them with the right message, at the precise moment they need it.. All of this is what marketing automation enables.

# 4 Delivering relevant content for your leads

If you can correctly segment your contact base, you can also personalize your communications. This is deliver relevant content to each group of users. By knowing your audience you can create a unique experience for each user based on their behavior.

This will allow you to generate a link with your potential clients and build medium and long-term relationships. During that time you will be able to educate and nurture those users with relevant content, until they have the necessary maturity to complete the purchase.

# 5 Impact users with messages at the right time

Much of what happens in your marketing strategy is a matter of pace, interacting with users at the right time . When would that be?

If we return to the concept of Customer Journey, we understand that the important thing is to contemplate the total user experience. Therefore, we must consider its entire journey, including key aspects such as: on which channels do you interact, how and when. In this way, you will know when to impact your leads to drive them to conversion.

This is something that you can also achieve with Marketing Automation. Bearing in mind that this methodology allows you to get to know your audience better, design a personalized tour and be there when the user is ready to advance in the purchase process.

# 6 Reach omnichannel

Omnichannel is to provide a consistent and homogeneous experience in all the channels in which your brand is present. The objective of this strategy is engage in effective conversations with your leads and customers , regardless of the channel used or chosen by them.

Currently, you can send communications through different platforms: email marketing , SMS, your own website and social networks, to name a few examples.

But to be present in all these channels and guarantee quality interactions for your audience, it is very important to automate your actions .. This will allow you to increase efficiency and reduce errors.

Marketing Automation helps you maintain the same conversation with your prospects and clients through different channels. Thus, you can accompany him throughout his shopping journey.

# 7 Measure results

KPI, also known as Key Performance Indicator or simply, key indicator, allows to measure the performance of a process linked to a particular objective. Through these indicators you will be able to know more exactly if your strategy is working well or if you need to make some changes.

Precisely, through a Marketing Automation tool you can track and monitor all the actions you carry out with each segment of your contact base. And all this thanks to the metrics that you can use in the process.

# 8 Get better data and make better decisions

“What cannot be measured cannot be improved”, It was the British physicist William Thomson Kelvin who said this phrase. Today, it functions as a fundamental law for many companies around the world. That is what metrics are for, to measure and precisely, to Obtain data that allows you to make better decisions and thus optimize your results .

Thanks to marketing automation, data is now the protagonists. You can know in real time how users behave in relation to your marketing actions and, with this information, improve whatever is necessary.

# 9 Save time and increase efficiency

Knowing what works and what doesn’t with regard to your marketing campaigns helps you avoid taking false steps. This allows you avoid wasting time on actions that do not lead to the desired results. I mean, you can increase the effectiveness of your actions.

In addition, by automating marketing in your business you save many of the repetitive tasks that consume a large part of your time and that of your team. On the other hand, you can also optimize time by getting ahead and scheduling campaigns in advance.

# 10 Coordinated work between marketing and sales

For many businesses the integration between the marketing and sales teams can seem complicated. However, as the user evolves and their consumption habits are transformed, the purchase cycle becomes increasingly complex. Therefore, the coordinated work of both areas is required.

Automation, thanks to its scoring system, allows you to assign potential customers to sales teams. These are users who are ready for conversion, who can be followed up from the sales area to lead them to the purchase.

Examples of Marketing Automation

We already gave you the theory, you can say that you know Marketing Automation. Now let’s move on to the practical examples, to further reinforce the concept. Keep in mind that, as we mentioned before, marketing can be automated throughout the customer lifecycle and across multiple channels. Therefore, this methodology contributes its grain of sand so that your strategy is increasingly omnichannel.

We share two clear examples of marketing automation so that you have greater clarity about this tool.

Marketing Automation – Welcome Sequence

Welcome messages are among the most important automated communications . This is because they capture the most attention from the user , as we already mentioned in this note .. However, it is not reduced to a single email or SMS.

Beyond the “Hello how are you” , what you should understand is that they are the first steps in the user journey. Therefore, you have to guide him to keep moving forward. And nothing like a automated welcome sequence to achieve this.

Suppose the user visits an online store and subscribes to the emailing list, for which, leave your contact information through a form. Then, immediately, the ecommerce sends you a welcome message that arrives directly to your inbox. The matter does not end there. In the following days, the store sends another email offering a 25% discount as a welcome gift.

Best of all, whoever is behind the business didn’t have to sit down and quickly type these messages manually. Imagine doing this with every new lead you generate!

Rather, these communications were already part of a workflow aimed at sending a series of welcome emails to a certain segment of users .

Marketing Automation: abandoned cart

Some insights can be scary, for example, if we talk about online stores, statistics say that on average, 70% of users abandon the shopping cart without completing the transaction. That is not good news, however, in the face of it, there is an alternative: recover some of those transactions through Marketing Automation .

How? Very simple. Once the customer leaves the cart, an email is sent with the details of the transaction that they did not complete. This means that the products you did not buy are listed. In case you do not open the email after one day, you can make a booster send.

These types of flows are used by companies that sell their products through an ecommerce. Remember that from emBlue we offer native integrations with any system that your business uses. For example, VTEX or Magento, among others. Find out more about our integrations .

We believe that you already have a much clearer notion of Marketing Automation. Now you know all the reasons why you should consider it in your strategy. Would you like to know a complete automation tool for your business? Discover emBlue !

Marketing automation FAQ

What is Marketing Automation?

Marketing automation is that digital marketing strategy that seeks to automate responses in the form of messages or actions for each user interaction with a brand.

What is Marketing Automation for?

Mainly, it serves to increase conversions and reduce campaign implementation times. You just have to define what customer action will have a reaction from your brand and make the correct integrations.

What are the best Marketing Automation apps?

There are many examples of concrete applications of marketing automation:

  • Cross Selling.
  • Up Selling.
  • Abandoned cart.
  • Assigning contacts to groups.
  • Send welcome emails
  • SMS sending.